Hightouch, a provider of a composable customer data platform (CDP), has launched a new enterprise AI product called AI Decisioning, which is a native Snowflake application that leverages Snowflake Cortex AI tools.

The primary goal of AI Decisioning is to continuously experiment with customer data to deliver optimal customer engagement strategies. Specifically, AI Decisioning constantly searches for the best ways to interact with individual customers based on their characteristics or behaviors, using customer data from Snowflake. It integrates with platforms such as Salesforce Marketing Cloud, Braze, and Iterable for activation. Key features of AI Decisioning include continuous experimentation, personalization, integration with other platforms, and specific customer engagement suggestions.

Analyst QuickTake : Hightouch emphasizes the power of AI Decisioning to eliminate guesswork and broad generalizations in audience targeting, focusing instead on individual customer attributes and behaviors. The company's composable approach is a key differentiator, as it integrates with existing data infrastructures, avoids data duplication, and aligns with current marketing technology.